PETA to Hormel and Smithfield: Go Vegan Like Italian Meat Giant—or Fail Like Big Tobacco
Vegan News
In a bold move that reflects the shifting global food landscape, People for the Ethical Treatment of Animals (PETA) has called on several major U.S. meat producers—Hormel Foods, Cargill, Smithfield Foods, Tyson Foods, and Oscar Mayer—to follow the example set by Italy's Gruppo Tonazzo, one of the country’s oldest meat producers, which recently announced its decision to cease selling meat products in favor of plant-based proteins.
‘‘PETA urges major meat producers like Hormel and Smithfield to follow the lead of Italy’s Gruppo Tonazzo by transitioning to vegan proteins. The future is plant-based, and companies that resist change risk becoming obsolete, just like tobacco farmers who refused to adapt.’’
PETA's message to these meat industry giants is simple: adapt to the growing consumer demand for vegan foods, or risk becoming irrelevant—similar to the fate of many tobacco farmers who resisted change in the 20th century. In letters sent to the CEOs of these companies, PETA emphasized the economic and ethical benefits of transitioning to plant-based alternatives. They pointed out that while some companies have already introduced vegan product lines, such as Smithfield’s meat-free meatballs and Oscar Mayer’s Not Hot Dogs, these efforts fall short of the sweeping changes necessary to stay relevant in today’s rapidly evolving market.
The Shift Toward Veganism Is Driven by Ethics and the Environment
The consumer-driven demand for vegan food isn’t just a trend—it’s rooted in growing ethical and environmental concerns. PETA President Ingrid Newkirk has long advocated for industries to stop exploiting animals, stressing the need to provide consumers with sustainable and cruelty-free alternatives. In her letter to Brian Sikes, CEO of Cargill, Newkirk pointed out that the world’s leading meat producers could learn from the tobacco industry's mistakes. "Not that long ago, tobacco farmers decided to stick to business as usual instead of envisioning what was ahead, and now meat producers are in danger of making the same mistake," she said.
PETA’s letters also note that animal agriculture is a leading cause of water pollution and land degradation. The United Nations has consistently reported that shifting toward plant-based eating is critical in combating climate change. Each person who goes vegan can lower their food-related carbon footprint by up to 73%, drastically reducing the environmental damage caused by meat production. Moreover, PETA highlights the significant ethical component of veganism—choosing not to consume animals spares nearly 200 sentient beings each year from a lifetime of suffering.
The Vegan Market Is Booming
In her letter, Newkirk pointed out that while some meat producers have taken tentative steps toward introducing vegan products, they need to do more to keep pace with the growing demand. The value of the global vegan food market was $33.14 billion in 2023 and is projected to soar to $103 billion by 2032. In the U.S. alone, the vegan market doubled between 2017 and 2023, from $3.9 billion to $8.1 billion. With 33% of U.S. adults reducing their meat intake and 66% of global consumers between the ages of 16 and 44 planning to spend more on plant-based alternatives, the writing is on the wall: The future is vegan.
Gruppo Tonazzo, the Italian meat producer that recently made headlines with its decision to transition away from animal products, is cited as an example of forward-thinking leadership. CEO Albino Tonazzo said that his company’s transition was driven by “a deep responsibility to future generations.” His statement encapsulates the growing sentiment that businesses must act responsibly in response to both consumer demand and the environmental crisis.
PETA Warns Meat Producers to Avoid the Fate of Tobacco Farmers
PETA’s campaign draws a striking comparison between today’s meat producers and the tobacco farmers of the past. In the mid-20th century, many tobacco farmers chose to stick with their lucrative yet harmful crop, despite mounting evidence of the health risks associated with smoking. As public health campaigns gained traction and government regulations tightened, the demand for tobacco plummeted, leaving many farmers and companies behind.
Newkirk warns that meat producers who resist the shift to plant-based proteins are poised to suffer a similar fate. With the rising awareness of the health, environmental, and ethical impacts of meat consumption, companies that fail to adapt will likely be left in the dust as consumers move toward more sustainable choices. To reinforce this message, PETA plans to launch a series of high-profile advertisements in the hometowns of these meat companies, calling on them to "Get Out Now!" before it’s too late.
The Environmental and Ethical Imperative for Going Vegan
It is no longer just about profit margins or consumer trends. Animal agriculture is a leading contributor to global environmental degradation, from water pollution to deforestation, and its role in exacerbating climate change cannot be overstated. The United Nations has highlighted the necessity of transitioning to plant-based diets as a critical step in mitigating the worst effects of the climate crisis. With the planet’s ecosystems on the brink, there is no time for half measures or tentative changes.
Moreover, the ethical argument for veganism has only grown stronger. Scientific research increasingly affirms that animals—like humans—experience pain, fear, and joy. Consumers are more aware than ever of the cruelty inherent in factory farming, and many are choosing to align their diets with their values by adopting veganism. Companies like Gruppo Tonazzo are taking the lead in responding to this ethical awakening, and PETA is urging others to follow suit.
PETA’s Free Resources for Those Ready to Make the Switch
PETA is not only advocating for corporations to shift away from animal-based products; it’s also helping consumers make the transition. The organization offers a free vegan starter kit to anyone interested in reducing their carbon footprint and embracing a cruelty-free lifestyle. Additionally, PETA provides Empathy Kits designed to teach people about the sentience of animals and the importance of kindness and compassion.
As Newkirk concludes in her letter to Cargill’s CEO, “The future is vegan, and now is the time for Cargill to take a bold step toward that compassionate, sustainable future.” With veganism rapidly becoming the mainstream choice for millions of people worldwide, PETA’s message to the meat industry is clear: embrace the change or be left behind.
Sources:
Press release from PETA, September 30, 2024
United Nations Climate Report on Global Food Systems
Gruppo Tonazzo’s official announcement on transitioning to vegan proteins
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General Resources
Books:
Dominion: The Power of Animals in Nature and in Our Imagination by Matthew Scully
Animal Liberation by Peter Singer
Eating Animals by Jonathan Safran Foer
A Billion Hungry Mouths: Feeding the World Without Consuming the Planet by Colin Tudge
Websites and organizations:
Documentaries:
Articles:
"The Case for Animal Rights" by Tom Regan
‘‘Why We Love Dogs, Eat Pigs, and Wear Cows: An Introduction to Carnism’’ by Melanie Joy
‘‘Animal Rights: The Abolitionist Approach’’ by Gary L. Francione
‘‘Fellow Creatures: Our Obligations to the Other Animals’’ by Christine Korsgaard
Seeds of Compassion: Finding Jesus Christ in a Vegan World by Michael Corthell
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